Package with Indicia for Consumer Recall and Excitement

ABSTRACT

A package comprising a graphic representation of a face construct. The face construct can comprise a background forming a facial region, a first eye and a second eye, and text in the form of a plurality of letters that form a concave contour. A package for holding a food product having a nutrition fact statement printed thereon. The package further comprises a first notation positioned to identify at least one of the nutritional parameters and/or one of the ingredients of the nutrition fact statement, wherein the first notation comprises a symbol, logo, image, or text linking the nutritional parameter or the ingredient to a statement about the food product. Methods of increasing consumer recall, increasing consumer excitement, and educating consumers using packaging with a graphic representation of a face construct.

FIELD

Embodiments of the present invention generally relate to packages for food products. More particularly, embodiments of the present invention relate to food product packaging having indicia for educating and/or exciting consumers.

BACKGROUND

The market is flooded with new packaging for food products on a continuing basis. While the primary purpose of food packaging is to deliver the food product to a consumer such that it is protected from the environment, another aim of packaging is to draw the consumer's attention. Thus, attractive, appealing, and eye-catching packaging is typically used to draw the consumer's attention, especially in the case of new to the market products. However, with the sheer number of food products, and even new to the market food products, gaining the consumer's attention and focus for any longer than a short moment can be difficult. Additionally, it can be difficult to make a meaningful connection with the consumer, such as by creating excitement or energy in the consumer for the food product, especially with a limited amount of space that is available through the face of the packaging of the product. Thus, packaging that communicates multiple pieces of information to the consumer, such as brand name, product identity, product flavor, and other product attributes, and thus communicates necessary product elements and creates a connection through increased consumer excitement is needed.

Moreover, in many countries, food labeling laws require Nutritional Facts statements or panels to be labeled on food packaging. This labeling regulates everything from the location of the panel, print sizes, and format of the label to specific details on the food product contained inside the package, such as serving size, calories, and fat. Additionally, a list of ingredients that are found in the food product is also labeled on the panel. All of this information can be overwhelming to a consumer, especially if the consumer is trying to compare one brand or type of food product with another. Thus, a way is need to easily identify pertinent details of the nutrition facts statement and/or the ingredient list to make it more noticeable to the consumer, such that particular items of interest can be pointed out, or emphasized, and to create an easy way for consumers to compare items of interest, particularly when it is desired to highlight positive attributes of the food product.

SUMMARY

A package having indicia comprising a graphic representation of a face construct is disclosed. The face construct can comprise: a) a background forming a facial region; b) a first eye and a second eye, wherein the first eye can comprise a first set of markings, and the second eye can comprise a second set of markings, wherein both sets of markings can be located within the background; and c) text in the form of a plurality of letters positioned generally below the first eye and the second eye, wherein the text can follow an upwardly curved spline forming a concave contour. The background, first eye, second eye, and curved text can collectively form a smiling face. The background can be a graphic representation of a food selected from a fruit or a vegetable, can be graphic of a container of food, and can be a graphic representation of a food associated with the product contained in the package. The text can comprise a word associated with the food contained in the package, or the food in the background. The package can increases the number of consumers that are excited by 20% when compared with a package without text positioned as disclosed herein. The package can increase consumer recall by 20%. The package can increase the recall of consumers who identify themselves as primary grocery shoppers by 40%.

A method is also disclosed. The method can comprise providing a package, wherein the package can comprise a graphic representation of a face construct, wherein the face construct can comprise: a) a background forming a facial region; b) a first eye and a second eye, wherein the first eye can comprise a first set of markings, and the second eye can comprise a second set of markings, wherein both sets of markings can be located within the background; and c) text in the form of a plurality of letters positioned generally below the first eye and the second eye, wherein the text can follow an upwardly curved spline forming a concave contour. The method can include providing an array of packages, wherein the array can comprise a first package containing a fruit crisp and a second package containing a vegetable crisp. The first package can be displayed adjacent to the second package on a store shelf, and the fruit crisp and the vegetable crisp can be substantially the same shape, can be made by substantially the same process, and can comprise substantially the same ingredients. The method can increase consumer excitement by 20%. The method can increase consumer recall by 40%.

A package for holding a food product comprising a body for enclosing a food product, the body having a surface, a nutrition fact statement disposed on the surface consistent with governmental food labeling requirements; the nutrition fact statement comprising an ingredient list comprising a plurality of ingredients and a plurality of nutritional parameters, and a first notation positioned to identify at least one of the nutritional parameters and/or one of the ingredients, the first notation comprising a symbol, logo, image, or text linking the nutritional parameter or the ingredient to a statement about the food product, is disclosed. The package can include a second notation positioned to identify at least one of the nutritional parameters or one of the ingredients. The second notation can comprise a symbol, logo, image, or text linking the nutritional parameter to a statement about the food product. The first notation can be positioned to identify a nutritional parameter that is total fat. The first notation can be positioned to identify an ingredient that comprises a fruit or a vegetable. The first notation can be positioned to identify a nutritional parameter, and the second notation can be positioned to identify an ingredient. The first notation can comprise an arrow. The first notation can comprise an arrow with a lead line.

A package comprising a graphic representation and he nutrition fact statement and first notation of claim as described is also disclosed. It can increase consumer recall by 40% and can increase consumer excitement by 20%.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 shows a front and side view of one embodiment of a package.

FIG. 2 shows a front and side view of one embodiment of a package.

FIG. 3 shows a back and side view of one embodiment of a package.

FIG. 4 shows a back and side view of one embodiment of a package.

FIG. 5 shows one embodiment of a face construct of the present invention.

DETAILED DESCRIPTION

For the purpose of promoting an understanding of the principles of the invention, reference will now be made to the embodiments illustrated in the drawings and specific language will be used to describe the same. It will nevertheless be understood that no limitation of the scope of the invention is thereby intended. Such alterations and further modifications in the illustrated device and such further applications of the principles of the invention as illustrated therein as would normally occur to one skilled in the art to which the invention relates are contemplated as within the scope of the invention. In the description of the various embodiments of the present disclosure, various embodiments or individual features are disclosed. As will be apparent to the ordinarily skilled practitioner, all combinations of such embodiments and features are possible and can result in preferred executions of the present disclosure. While various embodiments and individual features of the present invention have been illustrated and described, various other changes and modifications can be made without departing from the spirit and scope of the invention. As will also be apparent, all combinations of the embodiments and features taught in the foregoing disclosure are possible and can result in preferred executions of the invention.

Referenced herein may be trade names for components including various ingredients utilized in the present disclosure. The inventors herein do not intend to be limited by materials under any particular trade name. Equivalent materials (e.g., those obtained from a different source under a different name or reference number) to those referenced by trade name may be substituted and utilized in the descriptions herein.

It should be understood that while the shapes of the packages associated with many embodiments of the present invention are depicted in the accompanying figures, those shapes are not limited to what is depicted in the figures. Consequently, modifications to those figures, however minor or major, are contemplated as within the scope of the present invention. For example, while FIG. 1 shows a generally rectangular shaped top and bottom face, a concave left face and right face, and a convex front and back face, it should be understood that the degree of concavity and convexity and the general shapes of each face can be changed.

DEFINITIONS

As used herein, “snack” or “snack food” means a type of food that is not primarily eaten as one of the three primary meals of the day (breakfast, lunch, dinner) but is usually eaten between one of the three primary meals, usually to satisfy hunger, provide enjoyment of eating, or to provide energy. However, oftentimes snacks are provided with one of the primary meals, usually as a complementary, or a side, item. For example, potato chips are a non-limiting example of a snack but are often times eaten with a sandwich during the lunch meal. Non-limiting examples of snacks include fabricated potato crisps, potato chips, pretzels, crackers, and other substantially dry food products.

As used herein, “package” or “packaging” means the material used for physical protection or physical enclosing of products for distribution. A product package can include more than one type of package, such as a primary package and a secondary package. In a non-limiting example, a snack can be enclosed in a plastic bag, called the primary package, which can then be enclosed by a paperboard carton, or cardboard box, called the secondary package. The entire product package thus can include the secondary package as the cardboard box, which contains the primary package as the plastic bag, which holds the snack. Thus, the primary package is in direct contact with the product, and the secondary package holds, or envelops, the primary package. More than one primary package can be included in the secondary package. Also, a secondary package may not be used, such as in the normal case of potato chips, which are usually enclosed only in one package, that of a bag. As used herein, product package means the packaging arrangement when sitting in the customary position on a store shelf for viewing by a consumer.

As used herein, a “consumer” means an individual that uses or consumes goods or services. Goods can include food products, such as snacks. Typically, consumers purchase those goods. Usually, consumers purchase food products from grocery stores, club stores, convenience stores, vending machines, cafeterias, restaurants, and other establishments that sell food products.

As used herein, “recall” or “retention” are used synonymously and mean the ability for consumers to retain things in the mind.

In general, embodiments of the present invention include packaging for food products. While embodiments of the invention generally will be described in view of snack crisps or fabricated snack crisps, it should be understood that any product can be packaged into these embodiments, including food products, and including food products that are generally considered snacks or snack foods. Non-limiting examples of snacks products are fabricated potato crisps, potato chips, pretzels, crackers, and other substantially dry food products. However, it should be understood that any and all food products can be including in the packaging and are within the scope of this disclosure.

In one embodiment, a package for holding a food product is disclosed. The package can have indicia and can comprise a graphic representation of a face construct disposed on the body of the package. The face construct can comprise a background forming a facial region, a first eye, a second eye, and text. The text can be in the form of a plurality of letters positioned generally below the first eye and the second eye. The text can follow a generally upwardly curved spline forming a concave contour. In one embodiment, the text can spell out at least one word. In one embodiment, the word can be the flavor, or seasoning, of the food product contained within the package. For example, the text can be “Apple Cinnamon Crunch” in the form of a smiley face with an apple being the graphic representation of the face construct.

In another embodiment, a package for holding a food product is disclosed. The package can comprise material for enclosing a food product, wherein the material has a surface. A nutrition fact statement can be printed on the surface, wherein the printing and content of the nutrition fact statement are consistent with governmental food labeling requirements. The nutrition fact statement can comprise a plurality of nutritional parameters and an ingredient list comprising a plurality of ingredients. The package can further comprise a first notation identifying at least one of the nutritional parameters and/or one of the ingredients, wherein the first notation can comprise a symbol, logo, image, or text that can link the nutritional parameter or the ingredient to a statement about the food product. The first notation can be an arrow pointing to the total fat content, which is printed on the nutrition facts statement. This arrow can lead out to a description that states, for example, “70% less fat than regular potato chips,” which informs and educates a consumer on the food product.

In another embodiment, a method of increasing consumer excitement and increasing consumer retention are disclosed. It has been found that packaging in accordance with at least one embodiment of the present invention increases the number of consumers who are excited as well improves recall of the flavor of the food product. For example, the package comprising a graphic representation of a face construct with text as described above has been shown to increase consumer retention and recall of the flavor of the food product contained therein by 18% among consumers who identify themselves as salted snacks users and 40% among consumers who identify themselves as the primary grocery shopper of the household. Additionally, the package comprising a graphic representation of a face construct with text as described above has been shown to increase the number of consumers who are excited with the food product package by 20%.

In another embodiment, a method of educating consumers is disclosed. It has been found that packaging in accordance with at least one embodiment of the present invention educates consumers. For example, the package having a nutrition statement and a notation, such as arrows, educates consumers in an easy to notice way. In addition, it allows for much easier comparison shopping when evaluating nutrition facts labels.

In another embodiment, packaging that communicates multiple pieces of information to the consumer, such as brand name, product identity, product flavor, and other product attributes, and thus communicates necessary product elements and creates a connection through increased consumer excitement is disclosed.

Snack crisps or fabricated snack crisps like those disclosed in the following U.S. patent application Ser. Nos. 12/012,319, 12/070,031, 12/156,076, 12/228,228, and 12/228,238 are just some of the types of food products that can be packaged in embodiments of the present invention. These types of food products can be described as “healthier for you” snacks in that they provide, among other things, fruits and vegetables to a consumer's diet and are lower in fat than traditional snacks, such as potato chips. However, the present disclosure is in no way limiting to these types of food products. Indeed, any food product can be envisioned as being within embodiments of the present invention.

Any type of packaging can be used for embodiments of the present invention, non-limiting examples of which can include boxes, bags, cans, cylindrical cans, bags within boxes, among others. Non-limiting examples of materials of construction of the packaging can include plastic, paper, cardboard, paperboard, metal, compositions, and many others that are well known to those of ordinary skill in the art. Additionally, the packaging can take the form of any shape. As described above, the packaging can comprise a primary package and a secondary package, and even additional packaging. In one embodiment, a package can include more than one type of package, such as a primary package and a secondary package. In a non-limiting example, a snack crisp can be enclosed in a plastic bag, called the primary package, which can then be enclosed by a paperboard carton, or cardboard box, called the secondary package. The entire product package thus can include the secondary package as the cardboard box, which contains the primary package as the plastic bag, which holds the snack crisp. Thus, the primary package is in direct contact and is directly holding the snack crisp, and the secondary package holds, or envelops, the primary package. More than one primary package can be included in the secondary package. Also, a secondary package may not be used, such as in the normal case of potato chips, which are usually enclosed only in one package, that of a bag. As used herein, product package means the packaging arrangement when sitting in the customary position on a store shelf for viewing by a consumer.

FIG. 1 shows one embodiment of the present invention. FIG. 1 shows a flattened package 100 having a body comprised of a printable material having a surface. The package comprises a front side 101, a right side 102, a left side 103, a top side 104, and a bottom side 105. Package 100 as shown in the figures is a two dimensional, flattened drawing of what would be a curved polyhedron if constructed as a three-dimensional package. Of course, any package shape can be used. As constructed and sitting on a shelf for a consumer to purchase, the front side 101 could generally be facing the consumer and thus be noticeable and viewable by a consumer without picking up the package. As described above, package 100 can hold food products, including snacks, which can be fabricated potato crisps.

A graphic representation 106 of a face construct can be disposed on the body of package 100 on the front side 101 of the package. The graphic representation can be disposed anywhere on the package, including the front side, right side, left side, top side, bottom side, and/or back side. FIG. 1 shows a graphic representation as 106. Graphic representation 106 as shown in FIG. 1 can be an apple. The graphic representation as a face construct can be a background that forms a facial region, such as facial region 107. Thus, in this embodiment, the apple forms the facial region. As described hereinafter, other examples of products that may form the facial region exist. Face construct can further comprise a first eye 109 and a second eye 110. These eyes are represented in FIG. 1 as squiggly lines, although any line, symbol, image, or marking whatsoever can be used to represent eyes. Thus, first eye 109 is constructed of a first set of markings, and second eye 110 is constructed of a second set of markings. The first set of markings and the second set of markings can be the same markings. The first set of markings and the second set of markings can be different markings. Additionally, more than two eyes can be used, such as three eyes, four eyes, and even more eyes. Less than one eye can be used, such as one eye or even no eyes. The face construct further comprises text 108. FIG. 1 shows text 108 comprising the words “Apple Cinnamon Crunch.” In one embodiment, the text can spell out at least one word. In one embodiment, the word can be the flavor, or seasoning, of the food product contained within the package. For example, the text can be “Apple Cinnamon Crunch” as in FIG. 1. The text in one embodiment can be in the form of a smile. Thus, the text can be in the form of a plurality of letters positioned generally below the first eye and the second eye. The text can then follow an upwardly curved spline that forms a concave contour. The graphical representation 106 of a face construct thus can comprise a background forming a facial region 107, a first eye 109, a second eye 110, and curved text 108. Collectively, they form a face construct that resembles a face in that the text 108 forms a smile with accompanying eyes 109 and 110, all on a facial region 107. Thus, in one embodiment, a face construct is formed from features disposed on the package.

The graphic representation in accordance with embodiments of the present invention can be any food product. Non-limiting examples of food products can be fruits, such as products that are generally referred by the public as a fruit and which can include an apple, apricot, avocado, banana, blueberry, blackberry, carambola, carrot, cherry, cranberry, date, elderberry, fig, guava, gooseberry, grapefruit, grapes, kiwi, kumquat, lemon, lime, lychee, mango, melon—cantaloupe, melon—red water, olive, orange, papaya, passion fruit, peach, pear, persimmon, pineapple, pomegranate, plum, raspberry, star fruit, strawberry, tangerine, and combinations and mixtures thereof; vegetables, such as products that are generally referred by the public as a vegetable and which can include artichoke, asparagus, beans (green, baked, pinto, black, etc.), beets, broccoli, Brussels sprouts, cabbage, carrot, cauliflower, celery, chick pea, corn, cucumber, eggplant, garlic, gourd, leek, lettuce, mustard, onion, peas, pepper, potato, pumpkin, spinach, squash, tomato, turnips, yam, zucchini, and combinations and mixtures thereof; blended products, such as a container of salsa, a container of cheese, a container of multiple fruits and/or vegetables, carrots with a container of ranch dressing, and other blended products that comprise mixtures of food products.

FIG. 2 shows an additional embodiment of the present invention. FIG. 2 shows a package 200 comprising a front side 201, a right side 202, a left side 203, a top side 204, and a bottom side 205. A graphic representation 206 can be disposed on the front side 201. The graphic representation forms a facial region 207 that comprises a tomato having a first eye 209, a second eye 210, and text 208, all collectively forming a smile face. The text 208 in this embodiment comprises the words “Cheesy Tomato Pizza.” Other embodiments can be envisioned. For example, a graphic representation can form a facial region that comprises a container of salsa having a first eye, a second eye, and text, all collectively forming a smile face. The text can comprise words as a flavor, such as “Zesty Fiesta Salsa.”

As shown in the figures, the backgrounds forming the facial regions 106 and 206 can be a food product that itself is associated with the food product contained in the package. For example, the apple on the package 100 is associated with the flavor of the snack crisp contained inside the package, that of apple cinnamon crunch. The tomato on the package 200 is associated with the flavor of the snack crisp contained inside the package, that of Cheesy Tomato Pizza. The container of salsa on the package of one embodiment can be associated with the flavor of the snack crisp contained inside the package, that of zest fiesta salsa. Thus, in each of these examples, the food product forming the background for the facial region is associated with the food product inside the package in that it forms part of the flavor of the food product. In other embodiments, the food product forming the background for the facial region can actually be one of the ingredients of the snack crisp. For example, for a snack crisp made from dehydrated apples that has a flavor of apple cinnamon crunch, the food product forming the background for the facial region is one of the ingredients of the snack crisp.

As shown in the figures, the text 108 and 208 can comprise a word, or more than one word, that is associated with the food product contained in the package or the food product forming the background for the facial region. In one embodiment, the text can include the name of the food product forming the background for the facial region. For example, the text 108 “apple cinnamon crunch” includes the word “apple”, which is the food product forming the background for the facial region. The text 208 “Cheesy Tomato Pizza” includes the word “pizza”, which is usually made with a tomato, which is the food product forming the background for the facial region. Thus, the text is associated with the food product. Also, the text “zesty fiesta salsa” includes the word “salsa”, which is the food product forming the background for the facial region.

Variations of the text can be used for embodiments of the present invention. Non-limiting examples include the text being anywhere within the face construct. The text can form, or be a part of, any of the key elements of a face, such as, but not limited to, forming or being a part of the eyes, eye brows, nose, mouth, cheeks, ears, forehead, hair, lips, teeth, or any other part of a face. Thus, the text can be positioned anywhere inside the face construct. Additionally, the text can form any arrangement of words. The words can be related to the food product or not be related to the food product. For example, as disclosed herein in one embodiment, the text forms the mouth in a smile and comprises words that describe the flavor of the food product. Other embodiments include the text: comprising words that describe and/or name/list an ingredient of the food product; comprising words that describe and/or name/list nutritional parameters of the food product; comprising words that describe and/or name/list comparisons between the food product inside the package and another food product; comprising words that describe physical characteristics and/or properties of the food product, among other things.

Many variations of embodiments of the present invention exist. Non-limiting examples include an imperfectly sized face construct. For example, an apple as used herein does not resemble the exact typical shape of a head or face. However, the roundness attribute of the apple does approximate the round-type shape of a human head. Contrasting colors can be used on the package, such that the text forming the smile contrasts the color of the background. For example, white text can be used on a different color background, such as red or green. The eyes that are used can be of different shape and/or size. As shown in the accompanying figures, no set of eyes are identical. Thus, both identically shaped eyes and non-identically shaped eyes are envisioned. Additionally, the text as part of the face can be used for any feature of the face. For example, instead of using text as the smile, the text could be used as ears, as one or both eyes, as hair, as wrinkles, or as any other part of the face construct. Images of the food product can also be included on the package. For example, in FIG. 1, a plurality of snack crisps is shown lined in a generally concave up orientation. These chips can be placed generally close to the text such that the consumer can observe both the text and the snack crisps without adjusting their eyes. All of these variations are within the present disclosure and have been shown to create a meaningful with consumers as described herein.

In another embodiment, a method of increasing and improving consumer retention and a method of increasing consumer excitement are disclosed. A package in accordance with any of the embodiments of the food package as disclosed herein can be used. In one embodiment, the food package is displayed, such as on a shelf, in a consumer shopping location, such as in a grocery store, such that a consumer can view the package.

In another embodiment, a method of increasing and improving consumer retention is disclosed. It has been found that packaging in accordance with at least one embodiment of the present invention improves recall of the flavor of the food product. For example, the package comprising a graphic representation of a face construct with text as described above in FIG. 1 has been shown to improved consumer retention and recall of the flavor of the food product contained therein by 5%, 10%, 15%, or 20% when compared with a package without text identifying the flavor name as a smile on a face construct. In one embodiment, an increase of consumer retention of 18% among consumers who identify themselves as salted snacks users is disclosed. In another embodiment, a method of increase consumer retention among primary grocery shoppers is disclosed. Among consumers that identify themselves as the primary grocery shopper of their household, consumer retention increase by 5%, 10%, 15%, 20%, 25%, 30%, 35%, and 40% when viewing a package comprising a graphic representation of a face construct with text as described above in FIG. 1 when compared with a package without text identifying the flavor name as a smile on a face construct.

Thus, embodiments of the present invention can increase consumer recall of the name of the flavor of a food product by providing the consumer a face construct as described hereinabove with text comprising the name of the flavor of the food product contained within the package.

In another embodiment, a method of increasing the excitement of consumers and the number of consumers that are excited is disclosed. It has been found that packaging in accordance with at least one embodiment of the present invention increases excitement of consumers as well improves recall of the flavor of the food product. For example, the package comprising a graphic representation of a face construct as described above has been shown to increase the number of consumers that are excited with the food product package by 5%, 10%, 15%, and 20% when the consumers view a package comprising a graphic representation of a face construct with text as described in FIG. 1 when compared with a package without text identifying the flavor name as a smile on a face construct.

Thus, embodiments of the present invention can increase the number of consumers that are excited about a package of a food product by providing the consumer a face construct as described hereinabove with text comprising the name of the flavor of the food product contained within the package.

Another embodiment includes an array of packages. The array of packages can include a first package and a second package, wherein the first package contains a food product related to a fruit, and the second package contains a food product related to a vegetable. The packages can be any of the packages as disclosed herein. The first package and the second package can be disclosed adjacent to one another on a store shelf as being observed by consumers in a customary retail shelf. The food products can be anything edible, such as snack crisps as disclosed herein and thus can be snack crisps made by substantially the same process and using substantially the same ingredients beyond the fruit and vegetable main ingredient. Additionally, the food products can be substantially the same shape. Thus, in this embodiment, a first package can comprise a package that increases consumer excitement and recall and can include a fruit crisp and can sit adjacent to a second package that increases consumer excitement and recall and can include a vegetable crisp.

In another embodiment, a package for holding a food product is disclosed that includes a body. The body of the package can include a front side, right side, left side, top side, and bottom side, as described hereinabove. However, any package arrangement and/or shape can be used. The body can be comprised of a printable material having a surface. FIG. 3 shows a back side of a flattened package 300. FIG. 3 can also be the representative back side of FIG. 1 such that FIG. 1 and FIG. 3 together comprise the entire package. FIG. 3 shows a flattened package 300 comprising a back side 301, a right side 302, a left side 303, and a top side 304. Again, package 300 as shown in the figures is a two dimensional, flattened drawing of what would be a curved polyhedron if constructed as a three-dimensional package and which can the back side of the package shown in FIG. 1. As constructed and sitting on a shelf for a consumer to purchase, the back side 301 could generally be facing away from the consumer and thus not be noticeable and viewable by a consumer without picking up the package. As described above, package 300 can hold food products, including snacks, which can be fabricated potato crisps.

In one embodiment, package 300 can include a nutrition facts statement. The nutrition fact statement can be disposed anywhere on the body of the package and can comprise printing. The nutrition fact statement can be on the front side, the back side, the right side, the left side, or any place else on the package. This nutrition fact statement can be simple printing directly onto the package, can be a label adhered or affixed to the package, or can be disposed on the package in any other manner as known to those of ordinary skill in the art.

Nutrition facts statements are regulated by governmental agencies. For example, in the Unites States, nutrition facts statements are regulated by United States Food and Drug Administration (FDA). As of the filing of this application, the regulations governing nutrition facts statements could be found at the web site: http://www.fda.gov/ora/inspect_ref/igs/nleatxt.html. In one embodiment of the present invention, a nutrition facts statement that is consistent with the governmental food labeling requirements, such as the FDA, can be disposed on the body of the package, such as is shown in FIG. 3 as statement 305. Statement 305 can include all of the requirements relating to food labeling requirements. For example, statement 305 can include the serving size, servings per container, and per serving amounts for calories, calories from fat, total fat, saturated fat, trans fat, cholesterol, sodium, total carbohydrates, dietary fiber, sugars, and protein. These requirements that are governed by the FDA to be included on the nutrition statement can be considered as nutritional parameters. Thus, a plurality of nutritional parameters can be included on the nutrition statement. Other nutritional parameters and per serving amounts are required to be on nutrition fact statements depending on the product being offered in the package. All of these amounts are included with this disclosure and can be found through the FDA website. Also included on the nutrition fact statement is an ingredient listing that is also regulated by the FDA, details which can be found at the above website as well. The ingredient list generally includes the listing of the ingredients contained in the food product inside of the package and are generally listed in order of prevalence. For example, the first item is the most prevalent ingredient in the food product. Package 300 can include an ingredient list 306. Ingredient list 306 can list the ingredients of the food product as described above. In one embodiment, ingredient list 306 can list apple puree as the most prevalent ingredient. Of course, the ingredient list can list any and all of the ingredients of the food product.

With the nutrition fact statement including the nutritional parameters and the ingredient list disposed on the package, an embodiment of the present invention includes a notation. More than one notation can be included, such that each notation can be called a first notation, a second notation, a third notation, and so on. The notation can be positioned to identify at least one of the nutritional parameters and/or one of the ingredients listed in the ingredient list. The notation can identify more than one of the nutritional parameters and/or more than one of the ingredients listed in the ingredient list. Additionally, more than one notation can be used such that, for example, a first notation is identifying a nutritional parameter, and a second notation is identifying an ingredient in the ingredient list.

The notation as used herein can comprise a symbol, logo, image, text, character, or combinations and mixtures of these. In FIG. 3, a first notation 307 is an arrow having a lead line curling from the arrow. A second notation 308, a third notation 309, and a fourth notation 310 all also are arrows having lead lines curling from the arrow. However, any identifying symbol, character, image, text, logo can be used such that it is used to identify a nutritional parameter and/or an ingredient from the ingredient list.

The notation can link the nutritional parameter or ingredient from the ingredient list to a statement about the food product. For example, in FIG. 3, notation 308 comprises an arrow with a lead line, wherein the arrow points to the total fat nutritional parameter, and the lead line ends with text in the form of a statement that states, “70% less fat than regular potato chips.” Thus, the notation is linking the nutritional parameter of total fat to a statement about its comparison to regular potato chips. Any statement can be used about the food product. The statement can be a simple single word or multiple word phrase that is descriptive of the product, such as shown by notation 307, which can lead from text that states “Loaded with Real Fruit, No Added Preservatives”; it can be a comparison to another food product, such as the fat in potato chips comparison; it can be a health benefit statement; or it can be short phrases emphasizing certain aspects of the nutrition statement, such as “No Added Preservatives or Artificial Colors” as in 309 or “First Ingredient is from Real Apple” as in 310; and it can be combinations and mixtures of these. Thus, non-limiting examples of the statement about the food product include comparisons with other food products, descriptive words, a health benefit statement, ingredients in or made of/with the food product, and phrases emphasizing/pointing out aspects or properties of the food product contained within the package, and mixtures and combinations of these.

As described above and as shown in FIG. 3, more than one notation can be used. For example, a first notation, such as 307, can be used to identify a nutritional parameter, and a second notation 310 can be used to identify an ingredient from the ingredient list.

Another embodiment is shown in FIG. 4. FIG. 4 is similar to FIG. 3. FIG. 4 shows a back side of a flattened package 400. FIG. 4 can also be the representative back side of FIG. 2 such that FIG. 2 and FIG. 4 together comprise the entire package. FIG. 4 shows a flattened package 400 comprising a back side 401, a right side 402, a left side 403, and a top side 404. Again, package 400 as shown in the figures is a two dimensional, flattened drawing of what would be a curved polyhedron if constructed as a three-dimensional package and which can the back side of the package shown in FIG. 2. As constructed and sitting on a shelf for a consumer to purchase, the back side 401 could generally be facing away from the consumer and thus not be noticeable and viewable by a consumer without picking up the package. As described above, package 400 can hold food products, including snacks, which can be fabricated potato crisps.

In one embodiment, package 400 can include a nutrition facts statement, as described hereinabove. In one embodiment of the present invention, a nutrition facts statement that is consistent with the governmental food labeling requirements, such as the FDA, can be disposed on the body of the package, such as is shown in FIG. 4 as statement 405. Statement 405 can include all of the requirements relating to food labeling requirements. For example, statement 405 can include the serving size, servings per container, and per serving amounts for calories, calories from fat, total fat, saturated fat, trans fat, cholesterol, sodium, total carbohydrates, dietary fiber, sugars, and protein. Package 400 can include an ingredient list 406. Ingredient list 406 can list the ingredients of the food product as described above. In one embodiment, ingredient list 406 can list tomato puree as the most prevalent ingredient. Of course, the ingredient list can list any and all of the ingredients of the food product.

In FIG. 4, a first notation 407 is an arrow having a lead line curling from the arrow. A second notation 408, a third notation 409, and a fourth notation 410 all also are arrows having lead lines curling from the arrow. However, any identifying symbol, character, image, text, logo can be used such that it is used to identify a nutritional parameter and/or an ingredient from the ingredient list.

The notation can link the nutritional parameter or ingredient from the ingredient list to a statement about the food product. For example, in FIG. 4, notation 408 comprises an arrow with a lead line, wherein the arrow points to the total fat nutritional parameter, and the lead line ends with text in the form of a statement that states, “60% less fat than regular potato chips.” Thus, the notation is linking the nutritional parameter of total fat to a statement about its comparison to regular potato chips. Any statement can be used about the food product. The statement can be a simple single word or multiple word phrase that is descriptive of the product, such as shown by notation 407, which can lead from text states “Loaded with Real Fruit, No Added Preservatives”; it can be a comparison to another food product, such as the fat in potato chips comparison; it can be a health benefit statement; or it can be short phrases emphasizing certain aspects of the nutrition statement, such as “No Added Preservatives or Artificial Colors” as in 409 or “First Ingredient is from Real Tomato” as in 410; and it can be combinations and mixtures of these. Thus, non-limiting examples of the statement about the food product include comparisons with other food products, descriptive words, a health benefit statement, ingredients in or made of/with the food product, and phrases emphasizing/pointing out aspects or properties of the food product contained within the package, and mixtures and combinations of these.

FIG. 4 also shows more than one notation used with a nutrition statement and is consistent with the labeling disclosed with respect to FIG. 3.

In another embodiment, a method of educating consumers is disclosed. It has been found that packaging in accordance with at least one embodiment of the present invention educates consumers. For example, the package having a nutrition statement and a notation, such as arrows, educates consumers in an easy to notice way. In addition, it allows for much easier comparison shopping when evaluating nutrition facts labels.

In another embodiment, a package comprising a combination of the graphic representation of a face construct as disclosed herein and a nutrition fact statement having a plurality of nutritional parameters and an ingredient list comprising a plurality of ingredients is disclosed.

Another embodiment of the present invention uses Phi, or the Golden, Divine, or Fibonacci ratio that approximately equals the value of 1.618, to determine the orientation of the features of the face construct. Phi is a common, reoccurring phenomenon in natural objects, especially those regarded as attractive or beautiful. It can be derived in several ways. For example, it can be the ratio between the highest and lowest number for any adjacent pair of numbers in the Fibonacci sequence. However, perhaps the simplest way to calculate and envisage it is via the relationship between three lines, A, B and C, where A=B+C, and the ratio of A to B is equal to the ratio of B to C. That ratio is the irrational number 1.6180339887, or Phi. It is understood to play a key role in human beauty, where it has been used as the backbone for at least one highly sophisticated facial analysis program. Marquardt's model reliably predicts beauty, and is used as a basis for reconstructive cosmetic surgery, and can be found online at: http://www.beautyanalysis.com/. Phi and the Fibonacci series are found repeatedly in nature, not just in human proportions, but in those of animals, plants, and even the cosmos.

In one embodiment, the Phi ratio can be used to determine the orientation of the features of the face construct. FIG. 5 shows a depiction of a face construct 500 as described herein. Any of the embodiments described herein can be used for the face construct. The face construct comprises as shown in FIG. 5 background 501, a first eye 502, a second eye 503, and text in the form of a curved spline forming a smile 504. The distance between the inside part of the eyes is represented as distance R. The distance between the midpoint between the middle of the eyes and the bottommost position of the text is represented by distance S. The horizontal distance between the one end of the text and the other end of the text is represented by distance T. In one embodiment, the ratio of S:R is between about 1.5 and about 1.7, including all hundredths therebetween. In another embodiment, the ratio of S:R is about 1.6. In another embodiment, the ratio of S:R is about 1.614. In another embodiment, the ratio of S:R is about 1.618.

In one embodiment, the ratio of T:S is between about 1.5 and about 1.7, including all hundredths therebetween. In another embodiment, the ratio of T:S is about 1.6. In another embodiment, the ratio of T:S is about 1.614. In another embodiment, the ratio of T:S is about 1.618.

In another embodiment, the ratio of S:R and the ratio of T:S are the same. In another embodiment, the ratio of SLR and the ratio of T:S are each between about 1.5 and about 1.7, including all hundredths therebetween. In another embodiment, the ratio S:R and the ratio of T:S are each about 1.6. In another embodiment, the ratio of S:R and the ratio of T:S are each about 1.614. In another embodiment, the ratio of S:R and the ratio of T:S are each about 1.618.

Methods

Two package tests were placed among panelists. Panelists were of the general adult population, aged 18 and over, and only pre-screened for being a salted snacks consumer. The tests evaluated two product images, as described below, in a monadic format. Panelists were asked to review the product image and then answer questions. The product image was only available at the beginning of the test such that panelists were not able to access the image while answering questions. The panelist were given the test via a computer and monitor and were able to view the product image as long as they wanted before answering questions, at which time the product image was not available for viewing. The questions related to purchase intention, liking, flavor recollection/recall, equity, and feelings experience while evaluating the product.

Each test had 254 different panelists. Thus, a total of 508 panelists were included. In test #1, 45% of the panelists had children under aged 18 living in the household. In test #2, 37% of the panelists had children under aged 18 living in the household.

In the first package test, test #1, a package in similar accordance with FIG. 1 was shown to panelists. A brand name and logo was also presented on the front of the package as well as the name of the product. However, the food product itself and the entire face construct were identical to FIG. 1, including the text of “apple cinnamon crunch”. A question was also presented to the panelists asking them if they were the primary grocery shopper in the household. In the first package test, 217 of the 254 panelists identified themselves as the primary grocery shopper in the household.

In the second package test, test #2, a package exactly like the first package test was presented except that the text “apple cinnamon crunch” was replace with a solid white curved line that formed a smile. All of the other details of the product image were the same. In the second package test, 221 of the 254 panelists identified themselves as the primary grocery shopper in the household.

The findings of a comparison of the consumer test include the following. When the panelists in the first package test and the second package test were asked: For this product, please select the flavor from the following list: apple cinnamon crunch, apple cinnamon spice, crunchy apple pie, green apple crunch, baked apple pie, and do not recall flavor name. The flavor names were randomized, except that the do not recall flavor name option was always the last option. Table 1 shows that of the 254 panelists for each package test, 13% in test #1 accurately selected the correct flavor name while only 11% did so in test #2, for an 18% increase in recall for test #1. However, among primary grocery shoppers, test #1 had a 40% increase in recall over test #2, from 10% to 14%. Additionally, test #1 had lower incorrect answers, 73% versus 76% for test #2 among all panelists, and 72% versus 76% for primary grocery shoppers.

TABLE 1 Primary Grocery Flavor Name All Respondents Shoppers Package test # 1 2 1 2 Base Size 254 254 217 221 % % % % Apple Cinnamon Crunch 13 11 14 10 Incorrect answer 73 76 72 76 Do not recall flavor name 14 14 13 13

Table 2 shows additional findings of test #1 and test #2. When the panelists were asked, “Please describe the feelings you experience while evaluating the product image? (Select all that apply). They were given the choices identified in Table 2 below. The choices were randomized, except that the above option was always the last option. Table 2 shows that of the 254 panelists, 16.5% of the panelists had an exciting feeling when viewing the product image of test #1, versus only 13.8% of the panelists when viewing the product image of test #2, an increase of 20% when viewing the product image of test #1.

TABLE 2 test # Feelings while evaluating Image, 1 2 Base Size 254 254 % % happy 29.5 31.1 sad 0.4 1.2 angry 0.8 0.0 indifferent 13.8 14.2 intrigued 46.9 43.7 confused 14.2 11.8 excited 16.5 13.8 interested 63.4 57.9 surprised 19.7 25.2 anxious 3.5 3.9 proud 2.4 1.6 disappointed 4.3 6.7 None of the above 2.0 2.8

The dimensions and values disclosed herein are not to be understood as being strictly limited to the exact numerical values recited. Instead, unless otherwise specified, each such dimension is intended to mean both the recited value and a functionally equivalent range surrounding that value. For example, a dimension disclosed as “40 mm” is intended to mean “about 40 mm.”

Every document cited herein, including any cross referenced or related patent or application, is hereby incorporated herein by reference in its entirety unless expressly excluded or otherwise limited. The citation of any document is not an admission that it is prior art with respect to any invention disclosed or claimed herein or that it alone, or in any combination with any other reference or references, teaches, suggests or discloses any such invention. Further, to the extent that any meaning or definition of a term in this document conflicts with any meaning or definition of the same term in a document incorporated by reference, the meaning or definition assigned to that term in this document shall govern.

While particular embodiments of the present invention have been illustrated and described, it would be obvious to those skilled in the art that various other changes and modifications can be made without departing from the spirit and scope of the invention. It is therefore intended to cover in the appended claims all such changes and modifications that are within the scope of this invention. 

1. A package comprising a graphic representation of a face construct, the face construct comprising: a) a background forming a facial region; b) a first eye and a second eye, the first eye comprising a first set of markings and the second eye comprising a second set of markings, both sets of markings located within the background; and c) text in the form of a plurality of letters positioned generally below the first eye and the second eye, wherein the text follows an upwardly curved spline forming a concave contour.
 2. The package of claim 1, wherein the background, first eye, second eye, and curved text collectively form a smiling face.
 3. The package of claim 1, wherein the background is a graphic representation of a food selected from a fruit or a vegetable.
 4. The package of claim 1, wherein the background comprises a graphic of a container of food.
 5. The package of claim 1, wherein the background comprises a graphic representation of a food associated with the product contained in the package.
 6. The package of claim 1, wherein the text comprises a word associated with the food contained in the package, or the food in the background.
 7. The package of claim 1, wherein the package increases the number of consumers that are excited by 20% when compared with a package without text positioned as in claim
 1. 8. The package of claim 1, wherein the package increases consumer recall by 18%.
 9. The package of claim 1, wherein the package increases the recall of consumers who identify themselves as primary grocery shoppers by 40%.
 10. A method, comprising: providing the package of claim 1 for viewing by a consumer, and wherein the package is effective at increasing the excitement of a consumer by about 20%.
 11. The method of claim 10, and further comprising providing an array of packages, wherein the array comprises: a) a first package of claim 1 and wherein the first package contains a fruit crisp; and b) a second package of claim 1 and wherein the second package contains a vegetable crisp; wherein the first package is displayed adjacent to the second package on a store shelf; and wherein the fruit crisp and the vegetable crisp are substantially the same shape, are made by substantially the same process, and comprises substantially the same ingredients beyond the fruit and vegetable ingredient.
 12. A method, comprising: providing the package of claim 1 for viewing by a consumer, and wherein the package is effective at increasing the recall of a consumer identified as a primary grocery shopper by 40%.
 13. A package for holding a food product, the package comprising: a body for enclosing a food product, the body having a surface; a nutrition fact statement disposed on the surface consistent with governmental food labeling requirements; the nutrition fact statement comprising: an ingredient list comprising a plurality of ingredients; and a plurality of nutritional parameters; a first notation positioned to identify at least one of the nutritional parameters and/or one of the ingredients, the first notation comprising a symbol, logo, image, or text linking the nutritional parameter or the ingredient to a statement about the food product.
 14. The package of claim 13, further comprising a second notation positioned to identify at least one of the nutritional parameters or one of the ingredients, the second notation comprising a symbol, logo, image, or text linking the nutritional parameter to a statement about the food product.
 15. The package of claim 13, wherein the first notation is positioned to identify a nutritional parameter that is total fat.
 16. The package of claim 13, wherein the first notation is positioned to identify an ingredient that comprises a fruit or a vegetable.
 17. The package of claim 14, wherein the first notation is positioned to identify a nutritional parameter, and the second notation is positioned to identify an ingredient.
 18. The package of claim 4, wherein the first notation comprises an arrow.
 19. The package of claim 18, wherein the first notation comprises an arrow with a lead line.
 20. A package, comprising: the graphic representation as in claim 1, and the nutrition fact statement and first notation of claim 13; and wherein the package is effective at increasing consumer recall by 18% and increasing consumer excitement by 20%. 